In our last post we discussed the evolving role of Digital Asset Management—from simple repository to essential driver of the content-driven experience across the customer lifecycle. Plus, the post described the importance of understanding your DAM ecosystem to developing the right DAM strategy. This follow-up post focuses on DAM technology selection.
Once your DAM strategy is in place, based on an understanding of your asset ecosystem, it’s time to determine your technology needs.
Marketing leaders looking to support their unique asset environment recognize that a DAM system isn’t the only technology involved in managing digital assets. Sub-systems, specialty applications or related solutions that meet specific needs of an organization (and industry) are among the options that can be leveraged to manage the granular and composed assets that support the end-to-end customer lifecycle.
Product Information Management (PIM), sample management, copy and translation, and a host of other tools that tie directly to DAM are available to enable marketing’s needs, particularly in hyper-competitive, asset-intensive environments including financial services, ecommerce, CPG and pharma. More often than not, a number of solutions are required to work together to support the customer experience … and the brand value.
Metadata and Responsibilities by DAM Solution Component
DAM teams and DAM components can coexist within the marketing organization. The figure below shows integration among several DAM-oriented systems, including Product Information, Project Management, Photo Shoot Management and Photo Editing & Approval systems, as well as a DAM system.
DAM Solution Considerations
Choosing a DAM solution that aligns with your DAM strategy requires that a selection committee carefully consider the following:
One tool doesn’t fit all. No one solution enables all process areas and manages all assets. Most enterprise-class companies require multiple solutions to meet their needs.
It doesn’t stop at technology. The DAM system you select needs to be fully supported by the vendor, and an experienced implementation team needs to guide successful deployment.
DAM takes collaboration. Asset creators and asset users need to fully understand DAM processes of course. And so do those involved in marketing strategy, planning and operations, as well as IT.
Manage change. The means to adapt procedures and accountabilities as the state of your ecosystem changes need to be in place to assure ongoing DAM system ROI.
Context is key. Remember that DAM is part of a bigger picture, encompassing not just digital assets, not just marketing, but the entire corporate entity—and what it stands for.
Join the conversation: What DAM technology selection considerations would you add to the list above?